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Gorjana, a Laguna Beach-based jewelry brand founded by husband-and-wife Jason and Gorjana Reidel, is the latest in a series of new shops to open their doors in Nashville. Described by the Reidels as casual luxury, the fine jewelry line features timeless, effortless, and approachable high-quality pieces.
“We want products that are nice, that people feel good about, and are easy to wear every day,” Gorjana says.
Each piece of jewelry is inspired by the natural beauty of Southern California, and made from 18 carat gold plated brass, 14 carat gold, or 18 carat gold. Some collections also feature a variety of gemstones that range from precious to semi- precious. When shopping Gorjana, you will find that the jewelry is lightweight and casual with just a touch of coastal, plus each selection has a subtle shimmer from the brand’s signature gold finish. Complimentary engraving is also available to create one-of-a-kind pieces.
“We’re constantly designing and have a very small team that has worked together for almost ten years,” Gorjana says. “We think about what people will want to wear and what they would want to layer. There has to be a practical standpoint. Those ideas dictate what we are doing. We’re constantly inspired by travel, what people are wearing, and different seasons, too. Our summer collection is fun and bright. It’s really just a dopamine kick for this time of year.”
Gorjana discovered her passion for jewelry while working at Neiman Marcus, and in 2004 she and Jason started the eponymous jewelry line from their home. “The business fell in our lap in a way,” Gorjana says. “We really fell in love with [the jewelry business]. It brings such an emotional connection.” Starting out, the couple learned on their feet, traveling across the country to present their products to boutiques and at trade shows. Their humble beginnings were marked with jewelry, which was stored in a plastic fish tacklebox.
“Even now, we approach everything open-minded,” Gorjana says. “We are not the type of people to plan far ahead. We focus on what makes sense right now and in the near future. We operate our business from our intuition and our gut, and we truly try to live in the now.”
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Much like their chic, effortless jewelry, the new 12 South storefront offers up a laid-back atmosphere with welcoming beach cottage vibes. As the brand’s first venture into the Southeast region, the Nashville location features Gorjana’s signature white brick facade, terrazzo tile, and blush pink walls, while still maintaining its Nashville charm. “We wanted to bring our beach aesthetic to Nashville, but then still include all that [the city] has to offer,” Gorjana says.
To that end, the outside of the store has a beautiful brick arch that speaks to the charm of Music City and the character of the original building. One step inside however, and you’re whisked away to the West Coast. Bright and airy, the storefront is bursting with SoCal vibes, from the simple and light oak cabinetry to the palm leaf floral arrangements, sleek brass finishes, and minimalist jewelry displays.
“There’s a similarity with the aesthetic of the store and the aesthetic of the jewelry,” says Jason. “They both encompass a timeless and elevated-yet-comfortable vibe.” The shop is as welcoming to tourists as it is to Nashville locals, and the Reidels are clear that they’re here to be a part of the city. Giving back to area non-profits is a major part of their community-minded business.
“We know Nashville gets a lot of tourism and that’s great, but we really want to sink into the community,” Jason says. “At the end of the day we are a private, family- run business. It’s still us. We are extremely hands on with every aspect of Gorjana whether it is designing the jewelry or bringing retail stores to new [markets] like Nashville.”
(2301 12th Ave. S., 615-200-8633; gorjana.com)